What is a landing page and do I need one?

The difference from a normal page is focus. A service page on your website usually has navigation, links to other pages, and multiple calls to action. A landing page strips most of that away: one message, one offer, one action, built specifically so a visitor arriving from a particular source doesn’t get distracted before converting.

Landing pages exist mainly for paid campaigns, a specific promotion, or a single audience segment you’re targeting directly – situations where sending someone to your general homepage would dilute the message you’re trying to land.

For most small businesses, a well-built website already does this job. If your service pages are structured properly, each one already functions like a landing page for that specific service: clear positioning, a direct path to enquiry, nothing pulling attention away from the main action.

A dedicated landing page earns its place when you’re running something separate from your core site – a limited-time offer, a specific ad campaign, a partnership promotion – something that needs its own message without competing against the rest of your website.

The real question isn’t whether landing pages work. It’s whether you’re running something specific enough to justify building one, rather than relying on the well-structured pages you already have.

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